Scenario 6-3 Keds Has Been Trying to Turn Around a Long-Term Slide

question 56

Multiple Choice

Scenario 6-3
Keds has been trying to turn around a long-term slide in its shoe business.For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving.But over time, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds.As part of its effort to revitalize the brand several years ago, Keds's advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters.According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces."
-(Scenario 6-3) The information provided says that Keds was trying to "turn around a long-term slide" in its shoe business, and that "for years, it had depended on its image as the women's no-frills summer shoe." Obviously, things had changed.And what Keds needed was a change in its once-successful strategy and identity to meet new market conditions, called

• A)internal consistency.
• B)self-expressive marketing.
• C)repositioning.
• D)business-to-business marketing

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